Avon, the country’s No.1 direct selling brand, is adding to its legacy in the Philippines by meeting consumer demand for quality and affordable cosmetic products with a comprehensive, multi-channel transformation, positioning itself at the forefront of a rapidly evolving market.
At the core of this movement is PINAS.SIKLAB—a nationwide rallying cry that fuses beauty, business, and purpose—unveiled during its National Sales Convention (NASCON) held on March 28 at Space at One Ayala, Makati City. The event was made possible through the generous support of its partners—Smart Communications, along with Buscopan Venus, Tough Mama Appliances, Maya, Grab Car, and Uratex.
More than just a company event, this conference became a platform for powerful storytelling, inclusive entrepreneurship, and nationwide empowerment, underscoring Avon’s mission to uplift Filipinos through accessible beauty innovations and life-changing business opportunities.
PINAS.SIKLAB embodies the brand’s bold reinvention strategy of renewing focus on empowering Representatives, launching boundary-pushing innovations, and accelerating access to life-changing products through a modern omnichannel ecosystem. Siklab calls to mind a spark or a flare, a sudden ignition that grows into something bold and powerful—with all these efforts reigniting the fire for success of the brand in the years to come.
“We’re not just reinventing Avon; we are shaping a successful and transformative future for the beauty and direct selling industries,” says Vanee Gosiengfiao, Avon Philippines’ general manager. “PINAS.SIKLAB is our promise: to lead by empowering lives, creating world-class beauty innovations, and making a meaningful impact on our customers and the planet.”
PINAS.SIKLAB ensures business growth through the following pillars:
Revitalizing relationship selling
Avon Rewards and Suki Perks are just a few of the programs that aim to uplift the community and improve their Representatives’ earning opportunities. Each year, Avon thanks its salesforce by celebrating their achievements at the NASCON. The event features recognition ceremonies, product launches, and inspiring sessions to empower and motivate the Avon community.
At this year’s sales conference, an Avon Representative who has been with the brand for 45 years shared that she continues to enjoy the journey as it has greatly helped her family. With her children having completed their education, she and her family are now working towards another investment made possible through Avon.
Reigniting the brand
Avon continues to dominate the beauty sector with its bold innovations, powerful storytelling, and unforgettable consumer experiences. The success of its new fragrances, skincare innovations, and best-selling makeup reinforces that Avon is not just keeping up with trends but setting them.
Dominating globally, Avon stands as the world’s bestselling fragrance brand, selling one Far Away fragrance every three second worldwide, and millions of women calling it their signature scent. Locally, its best-selling flanker, Beyond The Moon earned multiple beauty awards. Another bestselling fragrance is Imari Naturelle, which features a key ingredient that naturally enhances the smell of a woman’s skin.
Avon’s ANEW line is revolutionizing skincare making pioneering technology accessible to all. Its recent Power Cream launch features the highest concentration of its award-winning patented Protinol Technology™. This formula restores years of collagen loss in only seven days, recognized as the Best Anti-Aging Product at the Mega Beauty Awards
Redefining beauty, Avon leads the way in makeup with trailblazing products like the Hydramatic Matte Lipstick, the world’s first matte lipstick with a hydrating hyaluronic core, and the upgraded Ultra Lipstick, now with 25% more pigment for bold, high-impact color Filipinas love. The product is a cult-favorite, with one Ultra Lipstick sold every three seconds globally.
Beyond innovation, Avon’s products are also good for the planet, the entire suite of beauty and personal care products is approved by Cruelty-Free International under its Leaping Bunny Programme, the globally recognized gold standard for cruelty-free products.
Accelerating omnichannel access
Avon is making its products more accessible than ever by combining the power of direct selling, e-commerce, and retail partnerships. Its collaboration with Watsons has expanded its retail footprint, while digital transformation initiatives—including social selling tools and an enhanced e-commerce presence—equip Representatives for growth in an ever-evolving market.
A key enabler of this transformation is Smart, the event’s major sponsor. "With Smart, Avon Representatives can now boost sales and grow their business with Power All 99 – enjoy Unli Facebook & TikTok for non-stop live selling, plus 10GB open access data and Unli Calls & Texts for 7 days, all for only P99 with Smart!"
Thanks to this expanded omnichannel strategy, Avon Representatives are empowered to reach more customers and achieve financial freedom.
More Than a Brand – A Movement
At the NASCON stage, keynote speakers Rebecca Bustamante and Jonathan Yabut inspired the crowd with stories of resilience and leadership—underscoring Avon’s expanding role as a builder of entrepreneurial spirit in the Philippines.
Many Representatives, once homemakers or students, now stand as community leaders and business builders, transforming not just their lives, but those of others.
One Sales Leader recalled, “Dito gumanda ang buhay ko—nakapagpaaral ako ng mga anak ko, at syempre nakapag-patapos ng hanggang college.” [“It’s with Avon that my life improved—I was able to send my children to school and they all graduated from college.”]
As the brand reinvention in 2025 unfolds, Avon continues its mission to reignite purpose-driven business across the nation.
“Let's set PINAS.SIKLAB 2025 ablaze with passion and purpose," said Gosiengfiao. “This isn’t just about Avon—it’s about every Filipino discovering the fire within themselves to dream, act, and succeed.”
Learn more at www.avonworldwide.com.
